Marketing planning: Starbucks case - Essay Example

Weaknesses The company is less focused in its internal processes rather it mainly concentrates on the expansion plans. The growing market and modern lifestyle of people are growing demand for new competitors in the market which can’t be controlled by the company. Too many shops within a small area can affect the business. The products offered by Starbucks are little expensive than its competitors thus it’s a weakness for the company to grab the budget market. Opportunities The company has great opportunity to enter the retail market with its expansion plan.

Technological advancement can bring new techniques to manage their processes. The company can introduce new distribution channel and start delivery service for the customers directly to their place. New product development is another opportunity for the firm to grab the market with its new launch. Emerging market outside the country into developing nation can be a very good prospect for the company. Starbucks can expand in many more areas even within the country thus domestic market can also be a good opportunity for the firm.

Threats The growing competition from restaurants, supermarkets, and other coffee shops offering same kind of products to the customers and other coffee products are the major threats for the company. The U.S market is reaching its saturation point which will restrict the firms plan for farther expansion in the market. The instability of the Coffee price in developing countries can be difficult for the firm to maintain its price policy constant for all the countries where the company operates.

In supplying countries of coffee beans the farmers are not well treated. The paper tells that Starbucks believes that the people not only comes for the coffee at Starbucks but also because of the atmosphere they create is an add-on for their success in the market. People enjoy coffee while reading books, listening music or just gossip with friends and family. Specifically matching the regional culture and taste, the company strategically placed their products. It was one amongst the Fortune 100 top companies in the year 2005 to work for.

Planning is a process of deciding the approaches to successfully implement strategies for the particular market. To achieve competitive advantages the company plans the pathway and defines the direction and marketing objectives for the products to be launched in the market. Planning process comprises of several steps before the implementation stage. The companies SWOT analysis, PEST analysis and competitive analysis helps to know the market scenario and then implement strategies according to the demand and need of the market.

Starbucks being the leader in the coffee market has a great advantage over its competitors for its quality of service and the environment provided by the company to its customer. But the growing numbers of competitors like McDonalds, Costa Coffee and Cafe Nero are operating in the market with a wide range of products and services for which to maintain its leadership position in the market Starbucks need innovation of new products in their product line to differentiate from the others.